Definition

This is a non-cohort chart that indicates an estimated revenue developer receives after deducting store commissions, refunds and VAT.

Segments

You can segment this chart by various attributes, including Paywall, In-App Purchase Type, and Revenue Type.
For instance, the Revenue Type filter segments the chart into three subcharts: refunds, renewals, and new revenue.

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Note

Revenue Type category Refunds on this chart displays the net revenue amount that was forfeited due to refunds. This represents the amount the user would have received after accounting for the store's commission and taxes (VAT).

Why might historical proceeds change?

There are cases when revenue-related metrics, including Proceeds, may change for historical periods in Apphud.

App marketplaces (Stores) and Web payment providers allow users to request refunds for past billing periods, and these refunds are applied retroactively, affecting previously recorded data in Apphud.

Additionally, if historical data migration hasn’t been done when integrating Apphud’s SDK, some metrics may be updated gradually as users launch the app or as server notifications are received, reflecting the most accurate historical data available.

Users can request refunds for past billing periods

To clarify potential changes in historical Sales, Proceeds, and other revenue-related metrics on Apphud, it’s essential to know that Stores and Web Payment providers allow users to request refunds for multiple past billing periods, depending on the platform's policies and circumstances.

For example, you have an Apple user with a monthly paid subscription. When this user requests refunds for all purchases done during the last quarter through their account on Apple Support​, and the request is approved by Apple, you'll see a reduction of proceeds for each of the historical months where the refunded transactions belong.

Refunds are applied retroactively. In Apphud, changes in Proceeds metrics will happen when revenue is recalculated to reflect refunded transactions.

Data Migration not done

Apphud collects data from the SDK and Store Server Notifications. If you integrate the SDK into a live app with existing customers, you’ll need to migrate historical data into Apphud or wait for gradual restoration.

If migration isn’t performed, we’ll receive purchase information only when a user opens the app or when a server notification is received. Purchases received through a server notification for a user that has not yet been registered in Apphud are recorded under User ID having "anon_" prefix.

If we can get a customer's purchase history the first time they launch an app with an integrated SDK, we process those transactions and recalculate revenue-related metrics.

For example, an increase in Proceeds for the last month may be caused by a payment transaction that we've just received, even while its purchase date was a month ago. This happens because the transaction belongs to the user who has just registered in Apphud and we had to restore his previous purchases. If you open the user page in Apphud for such a user, you’ll see that the historical purchases coming earlier than the User Created event are marked with a grey color.

Here are some references, that may be useful:

Data Migration Guide

Reasons for Data Discrepancies